The present work aims at analyzing the existence of possible differences in the explorative behavior of consumers of different nationality: Italian and Greek, respectively. The analyses performed reveal that both groups of respondents display a low propensity to engage in repetitive behaviors and a high tendency to try out and buy new products. Both categories of respondents prefer moderate risk, are inclined to exploration through shopping and tend to choose new brands. Italian consumers, however, show higher interpersonal communication skills than the Greek ones. The operative and marketing implications of the results obtained in this study are discussed in the concluding sections of the paper.
Keywords: Optimal Stimulation Level, Arousal, Exploratory Behavior, Cross-Cultural Differences, Italy, Greece